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Chapter 1: Mass Communication A Critical Approach

posted Aug 29, 2011, 6:46 AM by Mary Schweitzer
In chapter one they make some valid points about mass communication. It informs you about the roles and responsibilities of the media. It tells you about culture, communication, mass media, and mass communication. It says that our goal is to become media literate, well in this chapter it helps you understand media and how it works. Mass communication is the process of designing cultural messages and delivering them to a large audience.In the chapter it explains the different eras of communication, such as oral and written, the print revolution, the electronic and digital era, media convergence. It describes how media has grown throughout the years. Once you know how media has evolved you can look at processes. In media we have two processes, the first one being the linear process. This is used to produce and deliver messages to large audiences. The senders transmit messages through a mass media channel such as newspapers, books, magazines, etc. Which gets the viewers to watch and give feedback. There is a second model in media called the cultural model. This model realizes that different people think differently. The media really does shape our society.  There is high and low culture, which describes the skyscraper model. You can also look as culture as a map. In media literacy there something called the critical process which includes description, analysis, interpretation,evaluation, and engagement. Which could get confusing, if you read it a certain way. What I really like about this chapter is it gives you different ways to view the information to understand the ideas. I also like how it is somewhat of a new text so it is talking about things that are recent or happening in society today. Like it makes references to Lady GaGa and how some may like her or some may think shes insane. The chapter just puts the information in a way that you can easily understand the information. It was really easy to read. The way the chapter was written made things go faster. Even sometimes the quotes on the side of the page would make things easier to understand. Overall, this chapter was a good guide and tool to understand what media literacy is all about and how it relates to our lives today and back in the day. 
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